ДИПЛОМ ВЫСШЕГО УРОВНЯ
CHARTERED POSTGRADUATE DIPLOMA IN MARKETING
Who is it for?
This qualification is aimed at marketers who have already gained a significant level of knowledge and/or experience of marketing. The focus is on the strategic aspects of marketing management and is ideal for Marketers working at a strategic level or aspiring to do so.
What will you learn?
By the end of this qualification you should be able to:
- Make the transition into strategic marketing management
- Work more cross-functionally at a senior management level
- Make a significant contribution towards the organisation’s corporate and business strategy
- Contribute to board decisions
- Demonstrate a high level of leadership and influence
The program includes studying following modules:
Emerging Themes
By the end of this unit you should be able to:
- Critically evaluate a range of key emerging macro-environmental themes and make a critical assessment of their significance for a specific sector or industry.
- Propose strategic marketing responses to the key emerging themes judged to have the greatest potential impact on a specific sector.
- Responses should reflect contemporary marketing practice (ie, marketing’s new ground) and demonstrate creativity.
Analysis and Decision
By the end of this unit you should be able to:
- Undertake a strategic marketing audit, assessing an organisation’s competencies, competitive advantage, market performance, customers, competitors, product and service portfolios, positioning, value proposition and market impact to assess the impact of these factors on an organisation’s strategic intent and direction
- Utilise the strategic marketing audit to critically evaluate a range of strategic marketing options available to an organisation, including innovation, mergers, acquisitions, partnering, alliances, environmental sustainability and CSR, in order to deliver best value growth and expansion opportunities
- Utilise a range of financial and other measurement tools to assess the financial and non-financial benefits of recommended strategic marketing decisions
- Utilise a range of risk assessment tools to critically assess the risk of strategic market decisions and and their impact upon an organisation.
Marketing Leadership and Planning
By the end of this unit you should be able to:
- Critically evaluate ways of delivering an organisation’s corporate mission and vision effectively
- Develop marketing strategies to establish competitive and sustainable marketing and relationship strategies to achieve an organisation’s strategic intent and deliver its value proposition
- Utilising a synergistic planning processes, develop strategic plans, taking account of different planning frameworks, ensuring they are within the resource capabilities of an organisation
- Determine the most appropriate organisational structures for market-oriented and/or changing organisations, whilst evaluating the resource implications and requirements
- Develop sustainable competitive advantage through suitable approaches to leadership and innovation in order to generate stakeholder value and contribute to organisational success
Managing Corporate Reputation
By the end of this unit you should be able to:
- Critically evaluate the way organisations develop their identities and how some organisations use these to form images and assign reputational status
- Critically analyse the elements that contribute to the identity that an organisation projects to its stakeholders, sometimes through a corporate brand
- Critically evaluate linkage between how an organisation wants to be seen and how it is seen, namely corporate communications
At successful delivery of all four examinations the student receives Professional Postgraduate Diploma in Marketing The Chartered Institute of Marketing (English the sample).
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